Market survey report wedding survey report

We can indeed find out from it that in the market economy today, the "sweet cause of two people" has already existed as an industry through commercial operation.
Since the establishment of the first wedding company in China in the 1990s, the cakes in the wedding market have become bigger and bigger, and have attracted many related industries such as wedding photography, beauty salons, jewelry gifts, tobacco and alcohol catering, transportation and tourism, household items and so on. development of. Statistics show that in recent years, about 10 million new couples are registered and married each year in China, and the total annual consumption due to marriage is as high as 250 billion yuan. By 2019, China's comprehensive spending power for weddings will reach hundreds of billions of yuan, and the development prospects should not be underestimated.

In Shanghai, about 80,000 to 150,000 people get married each year. A recent survey by the relevant departments shows that the average cost of each couple at the wedding is about 120,000 yuan. Counting the other consumption driven by the wedding, the annual consumption capacity of the Shanghai wedding market can reach more than 15 billion yuan. Such a huge wedding market, the competition for the business is not a minority, since the emergence of professional wedding companies in Shanghai in 1999, the current number has reached more than 100.

It is precisely because so many people are working on this land that this market seems to be inevitably ignited.

Personality planning

Just as people meet the material needs of food and clothing, they will seek spiritual enjoyment. People treat weddings the same way. From organizing their weddings to asking people to do it, from wedding companies to their own plans, the newcomers are no longer Satisfied with the same "wedding company" wedding, but the pursuit of unconventional, full of personalized wedding, what underwater weddings, air weddings, running weddings, desert weddings and other bizarre names are frequently seen in people's sights.

In order to attract more attention, more wedding guests, followed by the trend of personalized wedding hot, designed a variety of special weddings, there are lively and festive folk sedan wedding, there are green weddings in the suburbs of the resort, green wedding, Or a buffet wedding in the European courtyard, and the whole family to plant a wedding memorial tree in the suburbs... The new concept of various forms is different, which conveys the message that the competition in the wedding market has changed from simple selling to Selling planning, because in the eyes of more and more people, the wedding has evolved into a "show", a beautiful drama starring by her own.

Seeing this trend, there are many wedding companies. Zhang Fengqi, a professional host who has worked on more than 100 wedding ceremonies, admits that his goal is to set up a studio and become a professional wedding planner. He told the author that wedding planners are very common in Japan. They sell new ideas for the whole wedding ceremony. Through the ceremonial planning of the ceremony, the newcomers become the stars on the stage of the ceremony. For example, he himself participated in a wedding with the theme of “Ocean” in Japan. Even the utensils of the dishes used were shells, and they had to admire the curiosity of the planners. This allowed everyone who attended the wedding to stay. I was deeply impressed. Naturally, for this new couple, such a wedding must be unforgettable.

Nowadays, there are more and more wedding companies, and the service content that can be provided is similar. How to stand out from the crowd? Relying on the software outside the hardware --- planning, that is, ideas, surprisingly able to win. Zhang Fengqi takes the wedding he personally experienced as an example. Now, there are not many newcomers who are willing to spend tens of thousands or even hundreds of thousands of yuan on the wedding day. The key is to have a good plan to impress them and let them spend a lot of money.

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Gradual stratification service

As an insider who is familiar with the "inside" of the industry, Zhang Fengyi has no ulterior motives. When the wedding company first appeared, it was an unprofitable profiteering business.

What kind of car, flower, clothes, invitation, ceremonies are used for the wedding... From the various suppliers, it is a “package” to sell to customers; second, it is profitable, such as a bunch of balloons. For a few background boards, the cost of a few hundred dollars can cost the customer thousands of dollars. However, unreasonable profiteering will not survive after all. Under the influence of the latecomers, the wedding money is not as good as it was two or three years ago.

This shows that the market is gradually maturing, and maturity must bring new trends to the market. We have seen at least two changes at the moment. One is the high and low end layering. Its iconic event was in December last year, the Sino-Japanese cooperative wedding company "Roman Margin", which was targeted at the high-end market, settled in Pudong and opened a wedding show of more than 30,000 yuan, covering church ceremonies, wedding banquets, photography, and clothing. Wedding services such as makeup, wedding rooms, wedding cars, and wedding anniversary meals are all available. The astounding high price can't stop the enthusiasm of the new people. So far, more than 30 couples have enjoyed the luxury wedding, and the book is also endless. The person in charge of Luomanyuan is optimistic that 5% of Shanghai's newcomers each year belong to high-level consumers, and 10% belong to quasi-high-level consumers. The market potential is undoubtedly huge. At the same time, the middle and low-end wedding services on the other end are gradually becoming “packaged”, and the profiteering coat has faded. The benefits are its main purpose. Huacai Xipu, Jinma, Haoyuan, etc., almost every well-known wedding company in Shanghai has A wedding package from 1,000 to several thousand.

The second is the combination of points. Specifically, big companies pay attention to “all” and win with service. Small companies advocate “joining the world together” to win with flexibility. Luomanyuan is the former. The company has built its own side in Pudong and it can be seen in its big hand and confidence in the Shanghai market. There are restaurants, photography studios, auditoriums, gardens, hotels and so on. Although the sparrows are small and complete, the larger companies try not to "outsource". All the wedding staff are staff members of the company. All the places and equipment are owned by the company, which means that the quality of the wedding is guaranteed. And the arrangement of a series of places such as restaurants and auditoriums involved in the wedding is not only convenient for guests, but also a guarantee. Therefore, they emphasize that they are selling services rather than “selling a lot of money”.

However, after all, many people have limited spending power, and many companies have limited capital. However, the demand for wedding services has increased day by day. Therefore, for a small workshop, no one can do everything. At present, it is a kind of Good practice. Wedding companies, restaurants, photo studios, and car rental companies join hands to make weddings. Not only can we standardize the operation of this market, but we can also make this market bigger and get a cup of sweetness from it. The wedding company seems to have this kind of interdependence. On the edge of the wedding, there are more than 20 wedding companies, big and small, and when they meet the wedding season, a company picks up hundreds of pairs at a time. They are digested by the people on the side, and their respective resources can also be paid for, which is much more flexible than the conflict of the big company.

In short, the sweet gold mine sparkles, and see if you can see the essence of the wedding economy through the ever-changing market image, grasp the business opportunities, and earn a pot full.

The wedding market has great potential

Wang Qiyan, a professor at Renmin University of China and a Ph.D. in economics, believes that China's wedding economic market is promising. Wang Qiyan believes that wedding customs have existed since ancient times, but in the case of a relatively low overall economic level of society, wedding behavior still does not reach the level of economic phenomena. With the continuous improvement of economic standards, wedding consumption has gradually become a kind of mass consumption, which has become an economic phenomenon in the new era.

Wang Qiyan believes that wedding consumption belongs to an emotional and expressive consumption and has its own unique features. A few years ago, there was a concept in the society that marriage should be simple, but from the perspective of social development, blind savings are not necessarily entirely desirable. Only through consumption can production be promoted, so it should not be promoted only for conspicuous weddings. Wedding behavior within the capacity of the economy should be recognized.

Under this healthy concept of wedding consumption, with the gradual improvement of people's living standards, people's proportion of consumption outside the necessary living expenses will gradually increase in the proportion of total consumption, which shows that China's wedding market is promising. . The current demand for weddings in China is gradually increasing, and the related service industry is in a stage of vigorous development. However, because the development time of the industry is relatively short, the degree of specialization of industry services is not perfect. The related wedding industry in foreign countries has a relatively long time to develop, and through competition, a relatively complete regulation has been formed. It is believed that with the expansion of market demand in the country, industry standards will gradually form and the level of refinement of wedding services will be further improved.